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Linda Hollebeek
Visiting professor
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Moving the stakeholder journey forward
Author
Summary, in English
Though the customer journey (CJ) is gaining traction, its limited customer focus overlooks the dynamics characterizing other stakeholders’ (e.g., employees’/suppliers’) journeys, thus calling for an extension to the stakeholder journey (SJ). Addressing this gap, we advance the SJ, which covers any stakeholder’s journey with the firm. We argue that firms’ consideration of the SJ, defined as a stakeholder’s trajectory of role-related touchpoints and activities, enacted through stakeholder engagement, that collectively shape the stakeholder experience with the firm, enhances their stakeholder relationship management and performance outcomes. We also view the SJ in a network of intersecting journeys that are characterized by interdependence theory’s structural tenets of stakeholder control, covariation of interest, mutuality of dependence, information availability, and temporal journey structure, which we view to impact stakeholders’ journey-based engagement and experience, as formalized in a set of Propositions. We conclude with theoretical (e.g., further research) and practical (e.g., SJ design/management) implications.
Publishing year
2023-01
Language
English
Pages
23-49
Publication/Series
Journal of the Academy of Marketing Science
Volume
51
Issue
1
Document type
Journal article
Publisher
SAGE Publications
Topic
- Business Administration
Keywords
- Customer journey (CJ)
- Interdependence theory
- Stakeholder engagement (SE)
- Stakeholder experience (SX)
- Stakeholder journey (SJ)
Status
Published
ISBN/ISSN/Other
- ISSN: 0092-0703